With Bach it is not a matter of ‘which sounds better to us’, but rather, which sounds better to you. Period! End of a sentence!
And I’m not being snarky, it’s just the truth; if you don’t believe me, ask Bach, himself, through his music, or a seance through the agency of a medium.
Now, that being said, I would personally burn all of Busoni’s “arrangements/transcriptions” because he is missing the entire point of how Bach envisioned ‘ornamentations’; which, let’s face it, a trill is an ornament.
Schiff’s approach works ‘musically’, and it is his favorite, so it doesn’t matter if you don’t like it; and that is the whole point of it:
Bach gives us liberty to make these decisions on our own; and this also goes for tempo and overall interpretation; because, guess what, the music itself will tell you everything you need to know about ‘how to play it’; that, and also your cultural and musical background.
A ‘jazz’ musician might start the trill from ‘the bottom note’ (two bars earlier), and that would be fine, if he’s happy with it; Schiff, as you say, starts the trill “with the first note of the next bar”; that’s also fine, even if it sounds too romantic for you.
So, please, I beg you, don’t obsess over none-essentials (trills), and stay away from Busoni!